The communications campaign targeted over 600,000 households and has driven a nine percent increase in the tonnage of metal packaging captured at the kerbside.
The MetalMatters campaign which ran from October to December 2012 was delivered jointly by Alupro and the Kent Resource Partnership (KRP) and included a two-phase leaflet drop to every household in the 12 districts in the KRP area, six weeks apart.
This was supported by advertising across buses and council recycling collection vehicles. In addition MetalMatters provided the councils with a range of template communications materials to use in local campaigns and activities to promote the benefits of metal recycling.
Rick Hindley, Alupro – “The aim of MetalMatters is to help local authorities increase recycling capture rates by positively changing consumer behaviour and to not only recover the campaign investment costs, but deliver additional lasting revenue streams”
Rick Hindley, executive director of project managers Alupro said: “The aim of MetalMatters is to help local authorities increase recycling capture rates by positively changing consumer behaviour and to not only recover the campaign investment costs, but deliver additional lasting revenue streams.
“Our partnership with Kent Resource Partnership was the most ambitious we’d attempted but it has delivered on all counts. It reinforces our experience with previous MetalMatters campaigns that investment in householder communications can make a real difference to recycling capture rates, and go on to deliver cost-effective results for local authorities and their waste management partners.
Councillor Paul Barrington-King, chair of the KRP, said: “The programme’s success to date clearly demonstrates the benefits of communicating the merits of metal recycling at a local level.”
To date MetalMatters campaigns have reached over two million households across the UK with 30 percent of that number being in Kent. Many local authorities have been able to improve their metal capture rates.
Aberdeen City Council and Aberdeenshire County Council, in partnership with Zero Waste Scotland, also recorded a nine percent increase in the capture rate of all metals in the region. Another example saw Sefton Council increase its capture rate of metals by 64 percent.